Over the past few years the build-up of email content blocks has changed a lot. And rightfully so. The increased use of mobile devices has forced us to adapt the reading experience to smaller screens. Desktop inboxes have become overcrowded, leading to rigorous filtering behavior. And in the not so distant future emails will be read on wearable devices such as smartwatches.
When it comes to relevance, the timing of an email message is crucial. A thank-you email after an online or in-store purchase, a welcome email after joining a loyalty program or a follow-up message after cart abandonment or a customer service call … Triggered messages like these let you respond in real time to key moments in the customer lifecycle.
Email has come a long way since it was first used in 1970, and widely adopted in 1993/1994. So it’s fair to say that email marketing has been around about 20 years, growing from a spray & pray tactic, to a key online performer. But how do we keep email fresh for the years to come? At EmailGarage we have been working on some interesting insights the past few months. You will hear more about them at upcoming events. But if you’d like a first teaser, mark October 16 in your diary and head over to Digital First, where we’ll be sharing some cool insights for your future email marketing strategy.
While the iPhone 6 and iPhone 6 Plus offer a range of new features, email marketers and designers are wondering how this will affect the messages received on these new devices. Let’s have a look at the possibilities we can take advantage of and the challenges we need to tackle.
Ask a hundred marketers what their main challenge is over the next 12 months, and probably half of them will say: “producing good content”. But creating a good piece of content requires creativity, inspiration, skills and passion. And for most brands it‘s nearly impossible to create unique content formats every day. This is where keeping a good balance between the 3 main types of content can help you…
Turning your email marketing up a notch actually means digging deeper into data and deeper into the customer’s needs to deliver effective campaigns.
Even if email marketing rapidly evolves to meet the needs of email marketers, it still remains a classic setup. The concept of the inbox where new emails are displayed chronologically, has been around for some decades now. Major players like Google, Microsoft and Yahoo go through every effort to improve and change the customer experience of email. Still we see that changes stay relatively modest. Let’s have a look at some changes and events that didn’t succeed.
A growing database is a key factor in getting more ROI from your email marketing. It lets you build reach and it increases the return on A/B tests or multivariate tests. But often marketers struggle to build a database, even though they have the basics installed, like a newsletter sign-up. But do you want to really excel in the growth of your email database? Then it’s best to integrate data mining into your strategy, and even make it a core component in your digital marketing strategy.
Whether you’re in marketing, sales, management or any other division, you are constantly gathering information from clients, internal processes, the market, competitors,… Smart companies can shift these information flows into systematical processes, to create an information framework that influences decisions, better known as business intelligence. A main part of this intelligence is knowing what your competitors are doing. So how can you, as an email marketer or online marketer, keep track of your competitors?
With the increase in e-commerce sales, the number of abandoned online shopping carts also rises. And while many remarketing methods are now available to e-commerce marketers, email remains one of the most popular - and most profitable - used by retail industries.
One of the key drivers to successful email marketing is a lively and ever-expanding database. And to make their database grow, most brands use multiple ways to harvest new data. This is of course a good way to do it. But in the rush of setting up new data flows, we sometimes forget to add the data source. But why is it so important to add a data source?
Looking to optimize your email marketing campaigns for conversion? The place to start is your call to action (CTA). You’d be surprised what a few simple tweaks can do for your conversion ratio... Here’s 4 tips to build irresistible CTA’s.
“Use social media to get new subscribers”. It’s possibly not the first time you have come across that tip. In fact, most of us will probably have promoted their subscribe page via a Twitter post, implemented a form on Facebook or posted a subscribe link on LinkedIn. But let’s face it, when we look at the percentage of new subscribers, social media tend to account for only a fraction of all traffic. One year ago however, Twitter launched something that makes it easier to subscribe via social media: Twitter lead generation cards.
As a marketer you put a lot of energy into engaging with your target audience: creating well-designed emails, selecting databases, deciding on content, copywriting, etc. But no matter how well you plan your email marketing campaign, there is a real risk it won’t be read if you fail to build a good email reputation that maximizes email deliverability. On average, 18% of legitimate marketing emails never reach recipients’ inboxes, which translates into lost contacts, lost opportunities and lost revenue.
Email marketing has had a turbulent couple of years. It has always been a backbone in any email strategy, but for some reason, it also is a frequently challenged channel. Can email keep up the expectations in this rapidly evolving online world? Rest assured: email is a cornerstone which works best when integrated with all other online channels. So it's not about choosing channel ‘X’ OR channel ‘Y’, but the secret of success lies in how you combine both channels. And let's take it even a step further in bold statements: 2015 will be the year of email revival. Why? Find out here.